Habitant showcases Chevrolet's new line of pickup trucks

 he new spot,

 
Works for you is the first female-directed commercial for the GM Chevrolet S10 line of pick-up trucks, a product that is usually targeted to, and shot by, men.  

The campaign follows a day in the life of four characters who work hand-in-hand with their vehicles in rough conditions that test the strength of both humans and machines. 

An exploration of real people in markets, fields and warehouses, director,

 
Cinzia Pedrizzetti immediately forges a connection between the characters and the audience by giving life to emotions through fast cuts, close-ups and music, immersing the audience into their world in the process. 

Of her approach, Pedrizzetti explains, “My goal was to mix performance and power with feelings, to give emotional curves, to make you breathe, to bring you in and then to make it all explode.” Works for you is an homage to work and working people.

 The production for the campaign took place over two days across three different states in Mexico, working with two units simultaneously. The ad was produced by

 
Habitant Productions, a leading production house in Mexico City, with a strong push for gender equality across all of their realms. It is the first production house in Latin America with a majority of female directors in its roster.  

Regarding the fact that a female director is not usually called for this kind of project, Cinzia commented “As a director I think I brought my vision, my enthusiasm, my love for bringing to life the emotions. I think the big difference between me and a man director is how hard I had to fight to be able to shoot a car commercial, so when I win one, all my mind, my heart and my body are into that to demonstrate that I can make it great, that I’m powerful and crazy enough to make it unforgettable, When I’m there I’m not just shooting, I’m fighting, I’m trying to reach and higher point, because a woman can’t not just make it have to kick it!”